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The Content API’s accounts.link
method allows a Google Shopping partner to programmatically flag a relationship
between their own Merchant Center account and those of other merchants. This
link describes the services that the partner provides to those linked merchants.
The list of services can include features such as product data management for
Shopping ads or order management for Buy on Google. The full list of supported
services can be found on the Requesting Links page.
After a partner sends a link request via the Content API, merchants can manage
their account links in the
Google Merchant Center user interface.
Request and approval workflow
Flagging a relationship between partner and another merchant with a
link is a multi-step
process. To initiate a link, a partner first sends a request to a merchant.
After the request is received, the merchant must then approve it.
The link flagging process can be managed using the Content API and generally
comprises the following steps. The subsequent sections of this guide describe
each step in more detail.
[null,null,["Last updated 2025-08-13 UTC."],[[["\u003cp\u003eIntroducing the beta version of the Merchant API, the future replacement for the Content API for Shopping.\u003c/p\u003e\n"],["\u003cp\u003eThe API enables Shopping partners to programmatically link their Merchant Center account with other merchants' accounts, specifying the services they offer.\u003c/p\u003e\n"],["\u003cp\u003eMerchants can manage these account links through the Google Merchant Center user interface.\u003c/p\u003e\n"],["\u003cp\u003eEstablishing a link requires a multi-step process: the partner sends a request, and the merchant approves it.\u003c/p\u003e\n"],["\u003cp\u003eBoth partners and merchants can view, manage, and remove existing links.\u003c/p\u003e\n"]]],["The beta version of the Merchant API, the new Content API for Shopping, is available to enabled Shopping partners. This API allows partners to programmatically establish relationships with other merchant accounts using the `accounts.link` method. The partner initiates a link request, and the merchant must approve it. Both can view existing and pending links, and either party can remove a link. This process involves sending requests, viewing lists, approving links, and removing links.\n"],null,["# Account linking overview\n\n| **Note:** This API is available only to enabled Shopping partners.\n\nThe Content API's [`accounts.link`](/shopping-content/reference/rest/v2.1/accounts/link)\nmethod allows a Google Shopping partner to programmatically flag a relationship\nbetween their own Merchant Center account and those of other merchants. This\nlink describes the services that the partner provides to those linked merchants.\nThe list of services can include features such as product data management for\nShopping ads or order management for Buy on Google. The full list of supported\nservices can be found on the [Requesting Links page](/shopping-content/guides/flagging/request).\n\nAfter a partner sends a link request via the Content API, merchants can [manage\ntheir account links](//support.google.com/merchants/answer/9440376) in the\nGoogle Merchant Center user interface.\n| **Note:** Flagging accounts via [`accounts.link`](/shopping-content/reference/rest/v2.1/accounts/link) does not automatically make a merchant's account part of a partner's [multi-client\n| account](//support.google.com/merchants/answer/188487).\n\nRequest and approval workflow\n-----------------------------\n\nFlagging a relationship between partner and another merchant with a\n[`link`](/shopping-content/reference/rest/v2.1/accounts/link) is a multi-step\nprocess. To initiate a link, a partner first sends a request to a merchant.\nAfter the request is received, the merchant must then approve it.\n\nThe link flagging process can be managed using the Content API and generally\ncomprises the following steps. The subsequent sections of this guide describe\neach step in more detail.\n\n1. Partner [sends an account link request](/shopping-content/guides/flagging/request).\n2. Both merchant and partner can [view a list of existing and pending links](/shopping-content/guides/flagging/list).\n3. Merchant [accepts the link](/shopping-content/guides/flagging/approve).\n4. Either merchant or partner can [remove a link](/shopping-content/guides/flagging/remove) at any time.\n\nThe [next section](/shopping-content/guides/flagging/request) describes how a partner sends a link flagging request."]]